明天會更好：2021年環球會展市場展望

蘇希玲

2020年的全球會展行業在靜默與慘淡中結束。表面上看，只有極少數國家的會展活動有序重啟，國際會展業何時能恢復到原有規模尚不明朗。但是，我們看到，在疫情之中，存活下來的會展企業停展不停業，通過加強聯絡、技術創新等手段，最大限度保持企業活力，也彰顯了會展行業的韌性。

根據最近的UFI調研結果，大部分客戶依然將實體展會作為主要的營銷渠道，會展的明天更加燦爛。站在行業發展的風口，在冬去春來之際，全球會展企業如何應對挑戰，面向未來？各國會展企業如何看待行業的新趨勢？……

圍繞以上話題，本期專題采訪了來自美國、英國、澳大利亞和中國等全球主要會展國家的資深會展行業人士，分別從會展并購、場館運營、品牌體驗、會展組織等角度，探析行業發展趨勢和增長要素，呈現未來會展業發展藍圖。

A better tomorrow： global exhibition outlookk

□Reporter/ Celion Su

Since the breakout of the COVID-19 pandemic， it is still not Since the breakout of the COVID-19 pandemic， it is still not certain when the exhibition industry will be restored to full swing. certain when the exhibition industry will be restored to full swing. However， we see that despite the outward difficulties， many However， we see that despite the outward difficulties， many exhibition institutes and companies have been trying their best to exhibition institutes and companies have been trying their best to maintain business vitality.

As the new year has opened， how can we stand strong and head up As the new year has opened， how can we stand strong and head up to the future？ The Special Focus Column of OVERSEAS EXHIBITIONS to the future？ The Special Focus Column of OVERSEAS EXHIBITIONS magazine invites 4 industry veterans respectively from the US， magazine invites 4 industry veterans respectively from the US， the UK， Australia and China， to discuss topics such as M&A， venue the UK， Australia and China， to discuss topics such as M&A， venue operation， brand experience and events organization， to give the operation， brand experience and events organization， to give the industry an outlook into the future value building of the exhibition industry an outlook into the future value building of the exhibition industry..